FAUNATION
THE NATION FIGHTING AGAINST THE ILLEGAL TRADE OF THE AMAZONIAN WILDLIFE
Cecilia Bissoli
www.thefaunation.com
415 342-8119
cecilia@thefaunation.com
table of contents
What are we talking about? Frighting scenario
09
Traffic routes
10
how can we fix this? Caring nation
14
Following the path
16
Inspiring venue
18
Tools for the change
22
Emotional connection
24
Outlining sources
26
Time Management
28
Successful habits
31
Possible futures
32
Moving forward
34
Life story
37
04
The Amazon Rainforest is home to thousands of animal species, one-third of all species in the world, making it a biodiversity hotspot.
05
According to only 1 out of 10 poached from t forest survive
0 animals the Amazon es.
* Brazilian network to combat the wild animals trafficking
* renctas
frighting scenario
There is a bustling world wide market for wild animals. But there are two big reasons why buying an exotic pet is a bad idea. For one thing, they are almost always endangered species. It is generally illegal to own endangered species, and most people do not have the training that it would take to keep them alive and healthy. No matter how good the intentions of buyers, the results are almost tragic. The other reason why people should never buy an exotic animal is the persons who capture and deal with such animals are almost never professional animal handlers. This also contributes to an extraordinarily high mortality rate for the creatures that get into the worldwide animal black market. As traffickers try to conceal or hide the animals, it often means the creatures are transported in ways that are detrimental to their welfare, packed in ver y small areas resulting in injur y or suffocation. The remote borders at Amazon Forest are ideal places for traffickers to export wild animals. The wildlife passes into the hands of middlemen; higher up in the trade chain are traffickers, with connections abroad. Research has shown that sometimes traffickers trade wildlife through zoos or breeding institutions which provide them false license attesting the animals were born in captivity which enables them to be exported. Wildlife is then exported to the U.S. and Europe, through major harbours and airports.
09
USA
AMAZON FOREST
10
BRAZIL
Traffic routes
Animals like, lizards, otters, jaguars, turtles, macaws, parrots, monkeys, and frogs, are capture on Brazilian Amazon Forest and transported illegally to other South-American countries. There those animals receive counterfeited documents, and then, exported to USA and Europe.
Source of wildlife Outflow areas Major consumers
11
Every year som million specim poached from
me 38 mens are nature... ... and most of them are endangered species.
caring nation
Currently, the international trafficking in wild animals is the third biggest criminal activity in the world, yet few people know its scope or understand its consequences. The outcome for the animals are obvious, but this complex issue also affects the native people and also people from the final destination of them. The nonprofit organization Faunation will be created to help to bring an end to the illegal trade in wild animals captured in the Amazon rain forest. To combat this devastation of the Amazon’s natural environment, Faunation will target its communication efforts to reach American preteens, teenagers, and their parents and teachers. The objective is to show them that they need to consider several factor before making the decision of buying an exotic pet. Through collaboration with different organizations, both Brazilian and American, we seek to develop an education program for the audience. It will partner with the California Academy of Science in San Francisco’s Golden Gate Park utilizing the Academy’s world famous rain forest resources to stage an event scheduled for the Fall of 2012 that will: • bring public attention to this urgent problem; • create strategies for action; • raise funds dedicated to prevention of criminal activity and protection of wildlife.
14
following the path Increase the visibilit y of the issue, the organization, and its initiatives
Stop the illegal trade of amazonian wildlife in the united states
increase organization’s memberships
decrease number of selling places
16
Produce awareness and fund-raising materials as well as advertisement Book on the organization, mailer, posters and ads. Brand standards guide and identity system. Create an identity that serve as the face of the organization
Create and promote events to make teenagers engage
Created printed materials to support the events
Exposition design, collateral products, awareness campaign and Web site.
Give incentives for members to participate on the initiatives
Create a network that allows to denounce suspicious activities
Advocate to change legislation about wild animals sale
Web site, collateral materials and book.
Publicise all the initiatives
17
The California Academy of Sciences is among the largest museums of natural history in the world. It’s main attraction is an indoor rainforest. The rainforest is contained within a spectacular 90-foot diameter glass dome. It’s the largest spherical rainforest exhibit in the world. Visitors can follow a spiraling path up through the exhibit, experience what it’s like to actually walk in a real rainforest. Temperatures are maintained at 82-85 degrees Fahrenheit, and humidity is maintained at 75% or above using a unique misting system.
18
inspiring venue
19
AN INTERACTIVE EXHIBITION COMBINED WITH SOME POSTERS AND VIDEOS.
SET OF PROMOTIONAL ITEMS TO PROMOTE THE CAUSE AND THE EXHIBIT, SUCH AS T-SHIRTS, ECO-BAGS, WATER BOTTLES, POSTCARDS, STICKERS, CATALOGS, INVITATIONS, AND MORE. BOOK EXPLAINING THE PROCESS, AND SUMMARIZING THE RESEARCH.
POSTERS PROMOTING THE CAUSE AND THE EXHIBITION. INTERACTIVE WEBSITE PROVIDING A PREVIOUS VIEW OF THE EXHIBITION, AND ACCESS TO DEEPER INFORMATION.
22
tools for the change
The final result of my project will be a event to experience the visualization of the Illegal Amazonian Wildlife Trafficking from a variety of angles. This exhibition will enable people to see the issue from a large number of perspectives. It will show people how the scheme works and also it will make an emotional connection with them by putting them on a different environment. It will encourage people to take an action. In the entrance, the visitor will see an informational display with exhibition’s infographic details, and an interactive station with computers. By entering in the rainforest the visitor will experience an audiovisual immersion in the wild animals habitat. A little shop in the basement level will offer products that relate to the project and it will also receive donations to the cause.
23
emotional connection
The Faunation’s logo will also play an important role on reaching the objective. It will have three different versions, each one representing the 3 species of the most trafficked animals: birds, mammals, and reptiles. The objective is to make the audience immediately make a connection with those animals when they see the logo. Emotional connection is a powerful way to link the heart of the audience with the soul of the organization. This connection is the degree to which people will care about the cause beyond its rational attributes. It is more psychological than logical and more unconscious than conscious. Above all, emotional connection can make a big impact on the project. The primary logo will be the related with the birds, the secondary related to mammals, and the tertiary one to reptiles.
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FAUNATION
THE NATION FIGHTING AGAINST THE ILLEGAL TRADE OF THE AMAZONIAN WILDLIFE
FAUNATION FAUNATION 25
outlining sources
written content The final book will have at least 100 pages with a 10,000-words text approximately and 50–75 photos. The information will come from several sources. Most of the information about the traffic will came from Brazilian nonprofit organizations. Information about the American market will came from specialists on the area at the Berkeley University and also from a literature review. I will write the content based on all those sources, and I will also use guest writers.
Images The images will feature three types of content, wild animals from the Amazon Forest, teenagers interacting with some of those animals in
26
their natural environment, and animals in a recovery center. The source of those images will be a combination of my own photographs when visiting the Amazon area and interacting with teenagers, and images from selected photographers. A fourth possible type of imaging will be a combination of illustrations provided by teenagers participating on the events, and illustrator friends.
Videos Videos of the recovery centers are going to be made by an cinematographer friend in Brazil.
27
time management
CLASSES
FALL 2011
INTERCESSION SUSTAINABLE DESIGN
INTEGRATED COMMUNICATIONS
WEB DESIGN 1
THESIS DEVELOPMENT
NATURE OF IDENTIT Y
MADE TO STICK, CHIP AND DAN HEATH
READINGS
SPRING 2012
PROFESSIONAL PRACTICES
INTERNATIONAL ILLEGAL TRADE IN WILDLIFE, LIANA S. WULER
SWITCH, CHIP AND DAN HEATH
FORBIDDEN CREATURES, PETER L AUFER
A DESIGNER’S RESEARCH MANUAL, JENN AND KEN O’GRADY
ANIMAL UNDERWORLD, AL AN GREE
1 NATIONAL REPORT ONTHE TRAFFIC OF WILD ANIMALS, RENCTAS ST
TALKING WITH EXOTIC PET OWNERS, SUSSANAH L. SMITH
GOALS
DEFINE OVERALL AESTHETICS
BRAZIL
ESTABLISH LIST OF CONTACTS AND COLL ABORATORS
BLOG & SITE OUTLINE
IDENTIF Y REQUIRED SKILLS (FIND CL ASSES THAT WILL HELP)
DELIVERABLES
DESIGN IDENTIT Y AND BRAND
28
TIMELINE
VOLUNTEER AT CALIFORNIA ACADEMY OF SCIENCE
FINALIZE IDENTIT Y
DESIGN STATIONERY SYSTEM
FIND VENDORS
VISIT SCHOOLS TO TALK ABOUT EVENT
RESEARCH SUMMARY IDENTIT Y SYSTEM
VISUAL OF DELIVS.
PRELIMINARY PRODUCTS DESIGN
EXECUTIVE SUMMARY
WEBSITE AND BLOG
CREATIVE BRIEF JOURNAL
MEET RHONDA RUDENSTEIN AND PL AN COLL ABORATION WRITE BOOK CONTENT
IDENTIF Y TARGET AUDIENCE
JOURNAL
I’m planing to complete the project by the end of Fall 2012. To be able to accomplish that, I create a timeline divided in 4 sections: classes, readings, goals, and deliverables, as shown below.
INTERCESSION
SUMMER 2012
BREAK
FALL 2012 DIRECTED STUDY
DIRECTED STUDY
DESIGN SEMINAR AND PORTFOLIO
EN
BRAZIL
PL AN EVENT L AYOUT
POSTERS DESIGN PHOTOS
ORDER CUSTOMIZED PRODUCTS PRODUCTION STAGE (BOOK, POSTER AND SUPPORT MATERIALS)
DESIGN PROMOTIONAL ITEMS
BOOK DESIGN
WORK WITH SCHOOLS AND ACADEMY
FINAL EVENTS
CONTINUE UPDATING WEBSITE AND BLOG FINISH PRESENTATION MATERIALS
FINAL PRODUCTS
EVENTS POSTERS
ALL PRINTED MATERIALS
PROMOTIONAL ITEMS JOURNAL
FINAL WEBSITE & BLOG JOURNAL FINAL REVIEW
29
The Amazon is home to different kinds of predators. But the most dangerous of all, of course, has two legs, a gun and traps. — WWF 10
successfull habits
habit 25
Find an emotional connection with your audience | The main objective of the organization is to change behavior of people, and behavior change happens in highly successful situations mostly by speaking to people’s feelings. By reaching audience’s emotions, Faunation will influence more than their thoughts, but their actions.
habit 28
Develop brands that both reflect and influence culture | Essentially this also relates to connecting emotions “to the brand and places it in the general suffusion of culture over a variety of human experiences”. The organization needs to influence people’s lives and make them embrace the cause at an intimate level.
habit 52
Develop long-term relationships with nonprofit organizations | The choice of working with nonprofit organizations can very rewarding. For a designer, like me, this means that the work can reflect my personal political values but also allows me significant creative freedom. Being involved emotionally with projects can bring very good results for all parts associated.
31
possible futures
32
SCENARIO 1
The final project will comprise a book, an exhibition, and collateral and promotional products. It will be shared with the world thorough a Web site, and with the distribution of collaterals at the exhibition. In these scenario I will reach teenager attendees and other organizations related with the same issue. The success of the event and campaign will help to gather funds to make the NGO real and allow me to incorporating as a non-profit organization.
SCENARIO 2
The final project will comprise a book, an exhibition, and collateral and promotional products. It will be shared with the world thorough a Web site, with the distribution of collaterals at the exhibition, and a portfolio. I will reach environmental non-profit organizations and show the value my skills can offer them. The goal will be get commissions and sign contracts.
SCENARIO 3
The final project will comprise a book, an exhibition, and collateral and promotional products. It will be shared with the world thorough a Web site, a portfolio, and distribution of a media kit. I will reach design firms located in the San Francisco Bay area and the result will job offerings.
33
moving forward
Completed
Scheduled
planned
Readings Tackling Illegal Wildlife Trade
√
1st National Report on the Traffic of Wild Animals
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Brazil: Fauna and Flora International.
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Interviews Raulff Lima (Renctas)
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Thais Cardoso (Associação MataCiliar)
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Rhonda Rudenstein (California Academy of Science)
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Dr. Steven R. Beissinger (UC Berkeley)
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Julie Beeler (Second Story)
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Eric & Adam (Volume)
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Jenny Ji (ex-instructor)
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Visits Academy of Science
√ √
East Bay Vivarium Recovery Center Santa Rosa Recovery Center Mata Ciliar (Brazil)
34
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How wonderful it is that nobody need wait a single moment before starting to improve the world. — Anne Frank 11
CECILIA AND HER SIBLINGS, PAULA AND LUCAS.
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LIFE STORY
CECILIA Bissoli Cecilia was born in Santa Cruz de la Sierra, Bolivia, but she was raised in São Paulo, Brazil. As a child she often spent a lot of time in her grandmother’s small library, organizing all her teaching books. She used to love the smell of those old objects and that smell made her curious about how they were made. That experience inspired her to pursue an education in the design and publication of books. In 2008, she received her BA in Publishing from ECA—USP. After that, she worked for two years as assistant designer at the Department of Publications in a nonprofit organization in São Paulo. Together, these events made her feel that she had more to learn and with that in mind, she decided to apply to the MFA Graphic Design Program. Graduate studies at the A AU have afforded her the great opportunity to build a more robust print portfolio, and to expand and sharpen her skills. In the future, she plans to open her own studio and work close to non-profit organizations.
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© 2011 Cecilia Bissoli All rights reserved. No part of this book may be reproduced or used in any form or by any means—graphic, electronic or mechanical, including photocopying, recording, taping, or information storage and retrieval systems—without prior written permission. Part of a MFA Graphic Design Thesis Project from the Academy of Art University in San Francisco, CA Written and designed by Cecilia Bissoli Instructors: Phil Hamlet Typefaces: DIN and Agent C Paper: Epson Presentation Paper Printer: Epson Styllus Photo R2880